Dublin band Fontaines D.C. cemented their status as global rock royalty this weekend with career-defining headline performances at the prestigious Reading Festival and Irish summer rite Electric Picnic.
However, the band’s frontman Grian Chatten took the opportunity to put an important cause at the forefront of their massive Reading gig, and at a festival that attracts an audience of 100,000 people.
Taking to the main stage, the musician donned a green and white striped jersey belonging to a small semi-professional Welsh club called Cwmbran Celtic FC.
According to Cwmbran Celtic’s joint commercial manager Matt Jarrett, the logic behind the choice came down to an inside connection. A friend of the Welsh club happens to work as Fontaines D.C.’s monitor engineer, who helped sneak a size 3XL away jersey backstage to Chatten ahead of the set.
However, though they hoped he might have worn it backstage or in his own time, the club was stunned when they saw him walk out on stage during a broadcast of the performance.
“A life time season ticket is being sent to Grian from Fontaines D.C. We couldn’t believe it when he stepped out for their headline set at Reading Festival with our mens away Mogwai shirt on,” they said.
What makes the moment even more monumental for the club is that this particular kit is a special collaboration sponsored by Scottish rock band Mogwai – designed to reject corporate branding in favour of supporting independent arts. A percentage of all shirt sales goes directly to the Music Venue Trust charity to help save struggling independent music venues.
“We’re still in shock and can’t thank Grian enough for the support,” the club added.
Speaking about the surprise initiative in a statement to BBC Wales, Chatten emphasised his desire to support independent music causes.
“I love Cwmbran and I love initiatives that support independent venues,” he said.